Senior Art Direction | Brand System | Healthcare Technology

CoolHealth develops TargetCool™, an advanced medical cooling device used in clinical settings. The challenge was to build a brand and visual system capable of translating complex medical technology into a clear, trustworthy, and human-centered experience for both clinicians and patients.

Creative Direction

The goal was to position CoolHealth at the intersection of clinical authority and patient reassurance. The visual direction needed to convey scientific credibility without feeling cold or overly technical — creating a brand presence that felt precise, modern, and emotionally aware.

The system balanced medical clarity with visual calm, ensuring the technology felt both advanced and approachable across digital, print, and device-related touchpoints.

My Role

As in-house Senior Art Director, I led the brand’s visual strategy and creative execution, defining:

• The core visual language and brand system

• Art direction for imagery and visual storytelling

• How complex medical information is translated into accessible visuals

• Design standards across marketing, digital platforms, and product-related interfaces

• Collaboration between creative, product, and technical teams to align visual communication with clinical accuracy

Key Decisions

• Clarity over complexity: Information design and infographics were prioritized to make technical processes understandable at a glance.

• Precision + calm: A restrained color system and clean typographic hierarchy reinforced clinical rigor while supporting a sense of patient comfort.

• Human-centered framing: Imagery focused on patient experience and care environments rather than abstract technology, grounding the innovation in real-world impact.

• System consistency: A unified visual framework ensured the brand remained coherent from marketing materials to product-related digital interfaces.

Outcome

The resulting brand system positioned CoolHealth as both a credible medical innovator and a patient-conscious technology provider. The visual identity helped bridge the gap between advanced science and human experience, strengthening trust across clinical stakeholders and end users while supporting the company’s growth in the medical device space.